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Case Discussion: Doritos Crash the Super Bowl & Another Level

Main Issue

  • The evolution of the consumer base and trends

Crash the Super Bowl (2006-2016)

  • Target audience
    • Mainly millennials in the US who are price-sensitive and tech-savvy, like pop cultures, and seek convenience. 
  • Outcomes of the campaign
    • Enhanced brand engagement
    • Enhanced likeability 
    • Increased awareness
    • Increased buzz 
    • Increased sales 
  • Reasons for success
    • The comprehensive understanding of target segments and consumer trends
    • The co-creation with customers that brought value
    • The use of crowdsourcing and outsourcing 

Another Level (2019)

  • Target audience
    • Gen Z in the US who are digital natives, heavily using social media and creating content
  • Outcome of the campaign
    • The 12th annual shorty awards
    • 2019 MTV VMAS
  • Reasons for success
    • The understanding of Gen Z behaviour 
    • The application of big data and omnichannel
    • The use of co-creation